Punjab-based heritage food brand CHACHA’S has officially entered the Indian packaged foods market, bringing traditional Punjabi pickles made using slow-cooked, chulha-style methods to a wider audience. Founded in Mohali, the brand has set an ambitious target of serving 10 million consumers across the country while staying rooted in homestyle preparation and family-led operations.
Unlike most commercial pickle brands, CHACHA’S follows a fully in-house production model. Every stage, from sourcing raw ingredients and whole spices to cooking, ageing and final packaging, is handled at the founders’ family residence. The process relies on slow cooking over a traditional flame and natural maturation, a method that allows flavours to develop gradually and preserves the character of regional Punjabi recipes.
The brand’s operations are overseen entirely by the founding family, with no outsourced labour involved. According to the company, this structure allows for tighter control over hygiene, consistency and quality. The same products sold to consumers are consumed by the family themselves, a practice that has translated into strong repeat demand. The company reports that nearly two-thirds of its customers return for multiple purchases, indicating early consumer trust and loyalty.
CHACHA’S is led by Manpreet Singh and Ravinder Singh, a chacha-bhatija duo who drew inspiration from pickling techniques once common in rural Punjabi households. Their approach focuses on preserving flavour authenticity at a time when mass production has largely replaced traditional methods.
Even before its commercial launch, the brand demonstrated its long-term intent by successfully defending its trademark during a challenge in 2018–19. This early milestone helped shape its emphasis on building a sustainable and defensible brand.
Beyond being a condiment, CHACHA’S is positioning pickles as a standalone snacking option for modern consumers. As it scales distribution, the brand aims to balance growth with its core promise of ethical practices, homestyle quality and uncompromised flavour, bringing a taste of traditional Punjabi kitchens to urban India.
